Posted: September 18th, 2017

Presenting findings

Presenting findings

For this question, you are to assume you are a member of an evaluation committee that is selecting entry-level marketing research professionals for your department. The criteria for determining the best candidate involves the presentation of market research to management. Each candidate will be given identical data to utilize in the presentation. How will you evaluate the presentations? What criteria are most important in determine appropriate research skills for the position?

Response Guidelines

Consider the following prompts for your response to a fellow learner:
•Begin by suggesting improvements to the criteria list—additions, revisions, and possibly deletions.
•Rank-order the criteria in terms of their significance. Discuss the criteria that you consider mandatory and those that can be developed.
•Share your thoughts on developmental activities and opportunities for new marketing researchers.
•What can researchers do to increase the level of trust managers have in them through this process?
Discussion Participation Grading Rubric Criteria Non-performance Basic Proficient Distinguished
Applies relevant course concepts, theories, or materials correctly. Does not explain relevant course concepts, theories, or materials. Explains relevant course concepts, theories, or materials. Applies relevant course concepts, theories, or materials correctly. Analyzes course concepts, theories, or materials correctly, using examples or supporting evidence.
Collaborates with fellow learners, relating the discussion to relevant course concepts. Does not collaborate with fellow learners. Collaborates with fellow learners without relating discussion to the relevant course concepts. Collaborates with fellow learners, relating the discussion to relevant course concepts. Collaborates with fellow learners, relating the discussion to relevant course concepts and extending the dialogue.
Applies relevant professional, personal, or other real-world experiences. Does not contribute professional, personal, or other real-world experiences. Contributes professional, personal, or other real-world experiences, but lacks relevance. Applies relevant professional, personal, or other real-world experiences. Applies relevant professional, personal, or other real-world experiences to extend the dialogue.
Supports position with applicable knowledge. Does not establish relevant position. Establishes relevant position. Supports position with applicable knowledge. Validates position with applicable knowledge.

Reference:
Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2013). Marketing research (11th ed.). Hoboken, NJ: Wiley. ISBN: 9781118156636.

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